Internet Marketing: Integrating Online and Offline Strategies / Edition 2

by Mary Lou Roberts

Overview

Internet Marketing: Integrating Online and Offline Strategies asserts that while the Internet is a transformational innovation, pure Internet firms do not represent the future of the Internet, as failures in recent history attest. This text builds upon the fact that the future of the Internet lies in the activities of organizations large and small—in all market spaces—that use the Internet to improve service to customers and increase organizational productivity. Many powerful e-marketers predate the Internet, have strong brand identities, and use the Internet wisely to broaden the set of options, across the marketing and logistics mix that they can offer to their customers, suppliers, and partners. The underlying paradigm in the text visualizes the Internet as a significant new channel for communications and transactions that needs to be integrated into enterprise marketing strategies. In this process, businesses are transformed from isolated entities into extended enterprises-organizations whose boundaries have become permeable, admitting both suppliers and customers into many parts of the corporate information repository and requiring their participation in many aspects of daily operations.

Product Details

ISBN-13:	9780759392786
Publisher:	Cengage Learning
Publication date:	05/22/2007
Edition description:	Older Edition
Pages:	395
Product dimensions:	8.50(w) x 10.70(h) x 0.70(d)

About the Author

Dr. Mary Lou Roberts was professor emeritus of management and marketing at the University of Massachusetts, Boston. She earned her Ph.D. in marketing from the University of Michigan and taught marketing and related courses for over 20 years. Dr. Roberts served as senior author of DIRECT MARKETING MANAGEMENT and co-author of this book. She published extensively in marketing journals in the United States and Europe. In 1997, Dr. Roberts's article, "Expanding the Role of the Direct Marketing Database" was included in the Journal of Direct Marketing Best of the Decade Ten Year Retrospective. She was an active member of many professional organizations and served on a number of local and national boards, including the American Marketing Association, Mass Audubon and the Advisory Board of Professional Organizations of the U.S. Department of the Census. Dr. Roberts passed in January of 2020, leaving a significant gap in today's marketing and management educational profession.


Dr. Debra Zahay is a full professor of marketing at St. Edward's University in Austin, Texas. She has overseen the inclusion of digital marketing and analytics in the undergraduate and graduate curriculums. Dr. Zahay researches how firms can facilitate customer relationships using digital technology, particularly using customer information effectively. She served as a vice president on the executive board of the Chicago American Marketing Association and the board of the Marketing EDGE organization. She currently serves on the editorial boards of Industrial Marketing Management, Journal of Marketing Analytics and Journal of Marketing Education. She was editor-in-chief of the Journal of Research in Interactive Marketing from 2012-2017, where she guided the explosive growth and expanding influence of that journal. She has co-authored 30 academic articles and an additional Cengage text on social media marketing and has authored a short book for teaching digital marketing in master's-level courses. She holds her Ph.D. in marketing (business administration) from the University of Illinois.

Table of Contents

PART I. CREATING STAKEHOLDER VALUE ON THE INTERNET

Chapter 1 Marketing on the Internet: New Medium, New Channel, New Creation?
The Development of the Internet as a Commercial Medium
Information-Driven Strategy at the Sabre System
Key Characteristics of Today's Internet
The Internet Marketing Paradigm
The Internet Infrastructure Stack
Strategic Drivers of the Internet Economy
Chapter 2 The Internet Value Chain
How The Internet Creates Value
Value Chain Concepts
Developing Strategies That Exploit the Internet Value Chain
EDI, ERP and Web Services
The Benefits of an Integrated Value Chain
Chapter 3 Business Models and Strategies The B2C Space
The Economics of Internet Marketing
Creating Customer Value
Consumer-Focused Business Models
Chapter 4 Business Models and Strategies The B2B Space
Applications in Both Horizontal and Vertical Markets
Enterprise-Focused Business Models
Public, Consortia, Auction-Based
Emerging Models including M2M and P2P
(and more...)